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There is no secret that the current tech industry is in a state of turmoil. The media and tech companies are renegotiating their relationships with each other and with their audiences. This is not a good situation.
A16Z, the company that funds startups, announced in December that it is going to start a media property called Future. It is not exactly the same as Andreessen Horowitz, but the team behind it is very familiar with the publishing business. They also have a large investment in the startup ecosystem.
Initially, the magazine will focus on the areas that the firm invests in. In future, the publication will also feature content created by outside contributors. For now, the magazine will be free and not monetized. Eventually, the magazine will expand with paid contributors and industry operators.
With Future, a16z will be able to communicate with the startup community directly. This will enable them to attract the right audience and win deals.
While the publication is still a work in progress, the Future editorial team is taking the project seriously. Sonal Chokshi, the executive editor, says that the content they are producing is not just a bunch of essays. Rather, it is meant to act as a propaganda machine.
Speakers on Techcrunch
In the current economic climate, a company such as Andreessen Horowitz has decided to make a splash. This includes announcing the creation of a new media property, Future. It’s an exciting new endeavor and will help to propel the company’s portfolio companies, both big and small, into the limelight. Getting your foot in the door is no easy task, and the competition is stiff. Fortunately, the company is willing to invest some elbow grease.
The Future name might not ring a bell, but its impressive suite of products and services should be a welcome addition to any organization’s marketing arsenal. Despite its modest size, the company has assembled a high caliber team, led by CEO Tim O’Reilly and CFO Bobbie Smith. Some have been around for years, but others have joined en masse to spearhead the firm’s recent acquisitions. One of the more recent hires is a former Apple executive, Michael Dell, who has a well-deserved reputation as an aggressive businessman.
Creating content from a unique, interesting perch
Creating content from a unique, interesting perch is no small feat. This entails more than just the good ol’ fashioned freelancer. The most discerning readers may need to engage a plethora of content managers and marketers to come up with a coherent strategy. To that end, a multidisciplinary team of professionals is on hand to tackle the challenge head on. So, the question remains, will they get the job done, or will they get buried in the process? Fortunately, the team is up for the challenge. They have been known to take their jobs very seriously. And, with a slew of big name industry veterans and upstarts in tow, their chances of surviving the long haul are not hard to find.
Although the team at Future is hardly a freeloader, they haven’t exactly been ungenerous when it comes to a hefty budget. Aside from the obligatory office space, the lion’s share of their budget will be sunk into their eponymous magazine.
Hiring PR people
Andreessen Horowitz has launched a new media property called Future. It is not a publication that is directly tied to their portfolio companies, and is not a blog. Instead, Future will be a traditional magazine. Initially, it will focus on areas of investment. Over time, however, the Future team plans to expand its scope.
Future will publish essays written by contributors in 2015 and 2017. The publication will also include podcasts. For now, Future will not publish video. But it is conceivable that the magazine may eventually focus on these platforms. Ultimately, the publication will be a source for technical information.
What about the future of the media industry? Tech companies are increasingly trying to shape the narratives surrounding new technologies. At the same time, the media industry is shifting away from rational optimism towards collective cynicism. This reflects a broader shift in the way that audiences relate to one another. A16z’s network and deal flow will color Future’s content.